Rockstar’s real-world Grand Theft Auto 6 marketing push in Miami has officially moved from planning to execution, with a massive “Welcome to Vice City” sign now installed atop the Kaseya Center. The move comes less than two months ahead of GTA 6‘s highly anticipated launch, and in spite of some public objections from senior law enforcement figures over using county resources to promote the crime-focused game.
The dispute started before any physical installation appeared. In early September 2026, Miami-Dade County Commissioner Juan Carlos Bermudez and Sheriff Rosie Cordero-Stutz opposed reports that county officials were exploring a GTA 6 marketing deal with Rockstar, including a proposed temporary “Vice City Airport” rebrand at Miami International Airport.
‘Welcome to Vice City’ Sign Appears in Miami
The first major component of the local GTA 6 advertising campaign is now impossible to miss, having materialized in the form of a massive “Welcome to Vice City” sign on the Kaseya Center in the waterfront of Biscayne Bay in Downtown Miami. The eye-catching installation was lifted onto the county-owned arena by helicopter on September 22 Miami Herald reports that the county will receive $975,000 for hosting the display.
$975,000 Payment Could Help Fund Miami Public Space
The money gives county officials a tangible public-benefit rationale for the deal. Proceeds are expected to support the long-discussed public-space project on Parcel B behind the arena, giving the agreement a direct local funding component beyond the advertising itself. The placement also ties Rockstar’s effort to build a dense and elaborate version of GTA 6‘s Vice City to one of Downtown Miami’s most recognizable public venues.
GTA 6 Marketing Deal’s Approval Process Draws Questions From County Commissioners
Looking more broadly, the $975,000 price is also significant because of how the agreement itself was approved. WLRN reported that Mayor Daniella Levine Cava signed the deal under delegated authority allowing contracts worth less than $1 million to proceed without a County Commission vote. Several commissioners later said they wanted more information about the arrangement, while Commissioner Oliver Gilbert III questioned whether multiple separate agreements below that threshold could be used to avoid board review. No finding of improper conduct has been established, and the administration agreed to provide commissioners with additional details.
